Winners 2013/Print Design Bronze

Project: Smart meters

Client: E.ON

Design: Michon

The Government is urging energy companies to install smart meters nationwide over the next 10 years, a new technology to help consumers track their energy usage. E.ON wanted to trial the meters, to get a head start and ensure a successful roll-out to their customers at the relevant time – but they needed testers to evaluate and provide feedback.

Michon created an engaging direct mail (DM) campaign, prompting customers to genuinely want the new smart meter and recognise it as a valuable addition to their homes. The clear and highly readable message answered readers’ questions and concerns without jargon or confusing explanations.

37,000 customers received the mailing, and the impact was significant: the DM achieved a 24% response rate and a staggering 80% conversion rate. Following the campaign, E.ON opened a second centre of excellence to meet demand, as smart meter enquiries surged by 300%.